Lawson Thailand, a joint venture between the Japanese convenience store operator and a local Thai listed company, says it plans to open 1000 stores across the nation.

Currently it has just 40 trading under the brandname Lawson 108, yet it says it will reach 1000 within three years.

Lawson Thailand is a joint venture between Saha Pathanapibul Pcl and Lawson Inc of Japan.  Saha Pathanapibul is a subsidiary of Saha Group, Thailand’s largest consumer products business.

The two companies established a joint venture in 2012 but progress to date has been slow.

Now they say they will focus on creating a point of difference between rival convenience store chains, such as the market dominant 7-Eleven, including offering freshly cooked, ready to eat meals.

With 7-Eleven already operating 8000 convenience stores in Thailand and Central Group’s Family Mart business expanding, Lawson Thailand may face an uphill battle gaining market share, even with 1000 stores trading.